Intro and framing: Grab the attention of the audience right away. Set expectations and reiterate the “big promise” you plan to deliver.

If you’re making an offer at the end, pre-frame it upfront. The transparency will help you gain the trust of the audience, which is particularly important for lead generation webinars.

Story: Sharing your story helps you build rapport and credibility. Your story should be relatable while giving context to your presentation. The “Hero’s Journey” is a good storytelling format for this purpose.

Valuable information: This is the “meat” of the webinar. Provide actionable content that demonstrates your expertise and shows how you can help the audience solve their problem.

Make them feel empowered by giving them the tools and strategies to take action.

Offer: It needs to align with the audience’s customer journey and your business objectives. Start with designing the offer and “reverse engineer” the rest of the presentation from here.

Don’t forget to add urgency to your call to action to encourage participants to take action right away.Q&A: This real-time interaction is a key selling point to entice people to attend the webinar live. It’s a great opportunity to add value and build trust. You can also address any concern or objection about your offer to help increase conversion.

To keep the audience engaged, pace the webinar such that, every 10 minutes or so, you do something that requires the audience’s response. You could ask a question or hold a poll.

Bake these interactions into your presentation so you don’t forget to re-engage the audience at regular intervals.